High Tide strive for simplicity and sincerity in their warming identity for juice brand Pressed
For more than a decade, Pressed have been one of the leading brands for cold-pressed juices in the United States. Collaborating with NYC-based creative studio High Tide, the company sought a new look to unite their visual identity and public-facing voice with the expertise they have in the field.
Beginning with their name, the simplification from Pressed Juicery to Pressed sets the precedent for the rebrand’s concept of refinement and uncomplication; looking to trim the fat, and clearly express the brand’s unfussy approach to its products. “We worked closely with Pressed’s internal team to simplify their brand name,” Creative Director Danny Miller tells us, “in order to reflect their future ambitions of offering more products beyond just cold-pressed juices.”
This notion is similarly embodied in Pressed’s new logo and wordmark, which also capture the direction Pressed is hoping to head in. “The symbol we created for the Pressed rebrand is an evolution of their original brandmark,” Miller explains, which revolved around the silhouette of a plant root. “As a reflection of evolving the brand forward to reflect their commitment to plant-forward living,” he adds, “the root evolved to a thriving plant seedling growing in the sun,” injecting a tenderness and personality that the previous logo lacked. “We set out to craft a brand world that feels warm, real and relatable,” Miller notes, “from the art direction to the colour palette all the way through to the typography,” leading to the typesetting of the name in lower case. “It allows for a more friendly and approachable feel,” he explains, “further enhanced by the letterforms which have a lot of soft, gentle curves to them.”
Making up the comprehensive system at the core of the identity, the typefaces in question bring a pragmatic balance of history and originality to the brand. “We chose the neo-grotesque Regola Neue by Formula Type in a variety of weights,” Miller tells, “we liked how it felt very contemporary and sturdy for optimal usage across all their many brand touchpoints,” he adds, “everything from large in-store posters and environmental signage to their digital app and social media ads.” Regola’s modernity and functionality are balanced with Colophon Foundry’s characterful typeface Grenette. “It’s a serif typeface with a tonne of personality and warmth,” Miller concludes, “which we mainly utilised for sub-copy to bring in a warmer, slightly nostalgic feel to the brand.”